There is an old Chinese saying: "No matter how hard life gets, never let the children suffer." As post-90s and post-95s parents gradually become the mainstream consumers in the children's market, although the birth rate is declining year by year, the new generation of parents has a clearer understanding of "fine parenting." Catalyzed by this trend, new-generation parents' requirements for children's milk are also rising. They not only want to "drink milk," but also to "drink good milk" and "drink the right milk." They are no longer satisfied with basic nutrients like protein and calcium; they care more about whether there are key nutrients that can promote children's healthy growth. It is not hard to see that the consumption demands of the new generation of parents are shifting from "basic nutrition" to precise feeding with "health, functionality, and specialization." As a pioneer in age-specific nutritional milk for children in China, Future Star Zhuanhu was first launched on JD.com in February this year, and simultaneously released on platforms such as Mengniu Nutrition Life House and Douyin. It is the first domestically developed and approved HMO children's liquid formula milk in China. Recently, Mengniu Future Star Zhuanhu went offline, holding an offline launch ceremony with Olé premium supermarket. As an industry pioneer, how does "Future Star Zhuanhu Children's Formula Milk" leverage its high-quality professional formula to win over this new generation of parents? Upgraded Consumption Demands Future Star Zhuanhu Precisely Targets the 3+ Age Group According to the "China Children's Milk Industry Development Trend Research and Future Prospect Forecast Report (2024-2031)" released by Guanyan Tianxia in 2024, the domestic children's milk market size has grown from 30 billion yuan in 2019 to 37.2 billion yuan in 2023, and is expected to continue growing at a compound annual growth rate of 5.6%, reaching 46.96 billion yuan by 2027. In a rapidly growing market, how to precisely capture the target customer group has become the key for brands to break through. Most research on formula milk and milk powder in the market focuses on infancy, while the 3-6 age stage, which is critical for growth and development, still has huge unmet needs. For children, age 3 is an important milestone when they first leave their parents' side and enter kindergarten, which also means they will face a more complex environment. At this stage, children are in the early stages of growth. On one hand, their immune systems are weak and they are susceptible to viruses; on the other hand, their digestive systems are not fully developed, and intestinal function is still weak, leading to potential issues of insufficient nutrient intake. However, the liquid formula milk market for this stage is almost blank, leaving parents to reluctantly choose between milk powder and ordinary milk. Therefore, how to select products that truly contain effective nutrients for preschool children is becoming a major challenge for new parents in "scientific feeding." The Mengniu Future Star Zhuanhu team precisely noticed this "3+ nutrition gap period" with "high demand, low supply," and launched "Future Star Zhuanhu Children's Formula Milk." "Future Star Zhuanhu Children's Formula Milk" is designed based on the "Children's Age-Specific Nutrition Health White Paper." It uses pure raw milk as the base, retaining the natural 120mg/100ml native high calcium and 3.6g high-quality protein in milk, combined with 6 vitamins and 5 minerals, and a scientific ratio of HMO and dual prebiotics, precisely covering the growth needs of children over 3 years old. It took 8 years to develop a professional scientific formula for self-protection, to address the immunity issues in the new stage of entering kindergarten and the nutritional needs during the growth transition period. Eight Years of Sharpening a "Sword" Self-developed HMO Super Ingredient Upgrades Functional Nutrition In the increasingly competitive children's milk segment, brands need to find their unique ecological niche. By anchoring on the nutritional needs and health status of 3+ preschool children, Future Star Zhuanhu conducted in-depth research on the composition of Chinese mothers' breast milk as early as 8 years ago. HMO, also known as human milk oligosaccharides, is a type of nutrient naturally present in breast milk. It is the first major active nutrient in breast milk and the third most abundant solid component, with important functions such as regulating immunity and enhancing cognition. Mengniu is not only a self-developer of HMO but also a main drafter of the HMO testing group standard. It has been deeply involved in the drafting, revision, and release of the "Scientific Consensus on Human Milk Oligosaccharides (HMOs)." In addition to investing heavily in ingredient research, Future Star Zhuanhu's formula also features a self-developed scientific ratio of HMO (human milk oligosaccharides): GOS (galacto-oligosaccharides): FOS (fructo-oligosaccharides) = 1:3:3, which can enhance intestinal barrier function and thereby improve self-protection. It is reported that this formula has also been granted a national patent. It is this craftsmanship that has made Future Star Zhuanhu the first choice for more new-generation parents. Offline Launch Why Choose Olé Premium Supermarket? On May 24, Future Star Zhuanhu held an offline launch ceremony with Olé premium supermarket. Why Olé? In fact, this launch ceremony was a perfect two-way match. Product strength is the core competitiveness of offline retailers. With the trend of consumption stratification, discount stores and premium supermarkets have attracted a large number of customers with their unique characteristics. Premium supermarkets mainly highlight the word "premium," meaning carefully selected products, acting as expert buyers for consumers to meet their related needs. As the "ceiling of domestic chain premium supermarkets," Olé, in addition to its inherent refined image, also plays the role of an "expert" in each sub-category. In earlier years, to showcase Olé's unique differentiation, its store products were mostly imported and limited-edition items, and it has always maintained a strict product selection logic of "wide categories, narrow products." With the rise of domestic brands, many good products have been recognized by Olé and have begun to enter its stores. Future Star Zhuanhu precisely positioned itself with its 8 years of scientific research and precise targeting of consumer groups. Through its liquid milk form, portability, high repurchase rate, moderate pricing, and "high-customization" label, it attracts high-net-worth families. On one hand, the entry of "Future Star Zhuanhu Children's Formula Milk" into Olé brings better and superior choices to its offline consumers; on the other hand, entering Olé deepens the high-end, scientific, and high-quality image of "Future Star Zhuanhu Children's Formula Milk," and also helps new-generation parents establish a clearer understanding. Therefore, this offline launch ceremony is definitely a win-win-win for Future Star, Olé, and new parents. At the launch ceremony, Mengniu specially invited Wen Ting, a Chinese registered dietitian and pharmacy master's degree expert from Peking University, to deeply interpret children's age-specific nutritional needs and the research logic of Future Star Zhuanhu for Olé consumers. Through "ingredient breakdown + scenario cases," she vividly demonstrated the series of problems children may face during their growth at age 3, as well as the ratio principle of HMO and dual prebiotics that has been proven to enhance self-protection. In Conclusion Entering Olé undoubtedly highlights the high-end image of Future Star Zhuanhu, but behind high-end does not mean high premium; it means "precise demand satisfaction + experience upgrade." Since its establishment in 2008, Future Star has been committed to creating professional and exclusive children's dairy products that are "more suitable for children." It is with this philosophy that Future Star, through continuous market education and channel focus, leads the children's milk industry, upgrading from simple competition on milk sources to a higher dimension—competition on ingredients. The launch of "Future Star Zhuanhu Children's Formula Milk" undoubtedly demonstrates Mengniu Future Star's leading strength in the children's milk track. The breakthrough of Future Star Zhuanhu is the result of the resonance of market insight, scientific research innovation, and channel strategy. It is through in-depth research on Chinese children that Mengniu can capture the pain points and difficulties encountered by new parents in the process of children's growth, and use more professional products to safeguard the "scientific care" of the new generation of parents.